Skelly's Farm Market starts Eat Well, Give Well program

Jen Skelly of Skelly's Farm Market enrolls Susan Kahn, left, and Elizabeth Decker in the Eat Well, Live Well program at the Janesville Farmers Market on May 4. The program promotes healthy eating habits while benefiting local charities.

JANESVILLE — Skelly's Farm Market has introduced a new community program intended to tempt taste buds while helping local charities.

Eat Well, Give Well sprouted this spring and encourages buying fresh produce from Skelly's South Hayner Road store, farmers market or roadside stands. Skelly's will donate 10 percent of each purchase to a charity chosen by the customer.

"It's a win/win for individuals, businesses and their employees, nonprofit organizations and community," said Jen Skelly, program coordinator.

Participants register at eatwellgivewell.com and select a nonprofit organization to support. Individuals and businesses can sign up.

If a favorite nonprofit is not listed, Skelly's can contact the organization and ask them to participate.

People who sign up will receive reward cards to show when they buy produce at any Skelly's Farm Market location. Each month, Skelly's will add up each participant's purchases and issue donations to the chosen nonprofit.

As of Tuesday, eight businesses, 22 nonprofits and a dozen individuals had registered.

"As the season goes on, we're hoping to get a lot of people signed up," Skelly said.

Friends of Noah, the largest animal rescue organization in Rock County, is among the nonprofits participating, Executive Director Lois Corwin said.

"Since we're an all-volunteer organization, every dollar we raise through donations and fundraisers goes toward helping the animals. So the more the community can help us, the more we can help the community back," she said.

Corwin said Skelly's new initiative fits with Friends of Noah's philosophy of community matters.

"It's such a great partnership,'' she said.

Corwin said the donations would help fund Friends of Noah's pet food pantry and emergency vet care.

"So if somebody buys $20 produce and we get 10 percent, that's terrific and dollars in the pot for the animals," she said.